The "father of modern marketing," Philip Kotler, defines marketing as "the

science and art of exploring, creating, and delivering value to satisfy the needs
of a target market profitably." Marketing, in other words, is the process of
identifying, anticipating, and satisfying customer needs and desires through
creating and promoting a product or service.
Marketing is a dynamic and ever-changing field that includes various activities
such as market research, product development, branding, advertising, and sales.
It necessitates a thorough knowledge of consumer behaviour, market trends, and
the competitive landscape. It also entails utilizing various tools and techniques
such as market segmentation, positioning, targeting, and differentiation to reach
and engage target audiences effectively.
Marketing is critical for businesses of all sizes and industries because it allows
them to understand and meet their customer's needs, build relationships, and
create long-term loyalty. It is a critical driver of business growth and success, and
its significance will only grow as the digital age transforms how we interact with
customers and markets.
MARKETING OVER THE YEARS-
 Production Orientation Era (1800s-1920s): This era highlighted a tunnelled
focus on mass production. Companies thought that customers are willing
to pay for products that are cheap and readily available. Thus, business
efforts were primarily geared toward increasing the quantity rather than
the quality of the output. Manufacturers followed the principle of mass
production to lower costs and more sales. When it comes to marketing,
businesses focused their efforts on promoting low prices and beating their
competitors.
 Sales Orientation Era (1920s-1940s): As more companies join the field, the
sales tactics become even more competitive. Generally, mass-produced
products were already the norm. Back then, companies cared more about
sales volume rather than customer satisfaction. This ushered an idea that
consumers will want to buy a company’s products if they are enticed
through eye-catching sales promotions. The Sales Orientation was an era
when companies heavily rely on marketing promotions to sell products
that companies made.
 Marketing Orientation Era (1940s-1970s): It was around the 1940s when
industries realized that focusing only on their business needs often leaves
customers unsatisfied. At this stage, businesses’ marketing tactics include
identifying what customers need and effectively customizing activities that
address these needs. Hence, the marketing concept was born. It revolves
around the idea that reaching the business goals relies on understanding
the needs of target customers first. Additionally, it concerns providing
them with the desired satisfaction than its competitors.
 Societal Orientation (1970s-Present): In this era, a marketing theory called
societal marketing came into existence. It’s a concept that emphasizes an
organization’s responsibility to develop strategies that positively impact
the consumers’ well-being and the environment. It stemmed from a
conflict of interest between satisfying the customers’ short-term needs
with society’s long-term welfare. During this phase, companies shifted
their goals to provide a better-quality lifestyle while ensuring that the
 environment is not polluted. They don’t just create high-quality products;
they were environmentally friendly, too.
 Digital marketing (1990s-Present): Digital marketing opened the doors of
opportunities for better traffic and exposure for products or services. From
the early 90s to today, almost half of the world’s population is online.
Businesses’ have since then moved on to digital platforms to effectively
reach their target market.
 Digital marketing (1990s-Present): Digital marketing opened the doors of
opportunities for better traffic and exposure for products or services. From
the early 90s to today, almost half of the world’s population is online.
Businesses’ have since then moved on to digital platforms to effectively
reach their target market.

CAREER OPPORTUNITIES
Marketers are responsible for planning, creating, and executing marketing
campaigns to increase their company's reach and potential customer pipeline.
The marketing industry in India offers various job prospects, including brand
management, market research, digital marketing, advertising, and sales
positions.
● Brand management entails creating and implementing marketing strategies
for a particular product or brand.
● Market research involves collecting consumer preferences and behavior data
to create effective strategies.
● Digital marketing involves using digital tools and strategies to attract and
engage customers, including search engine optimization (SEO), pay-per-click
(PPC) advertising, social media marketing, content marketing, email marketing,
and others.
● Professionals in business development and sales are accountable for
promoting and selling products or services to customers. Sales professionals are
responsible for cultivating client connections, identifying new business prospects,
negotiating deals in various industries, and managing and creating sales
strategies.
● Advertising professionals are responsible for ad campaign management which
involves copywriting, creating visual concepts, coordinating with media outlets,
and identifying the best media channels for reaching target audiences.
KEY ROLES OFFERED IN SALES and MARKETING-
 Marketing- Key terms
4Ps versus 7Ps of Marketing
Philip Kotler
Sales
Marketing versus Sales
Marketing versus Advertising
Consumer
Consumer versus Customer
Favourite Advertisement and why
Favourite Brand and why
CGI in marketing as a recent trend
Guerrilla Marketing
Digital Marketing and the strategies it encompasses
TP Branding
B2B versus B2C Marketing basics
D2C Marketing
Word-of-mouth Marketing
Buyer Persona CTR (Click-through rate)
Ansoff Matrix Conversion Rate CRM (Customer Relationship Management)
SEO User Experience (UX)
Examples of famous brands and their parent companies
Differentiation Price discrimination PoD versus PoP

MARKETING TERMINOLOGIES-
1. Needs: These are basic requirements of people that arise due to a state of
deprivation. They pre exist in the market, waiting to be tapped by
marketers and converted into the form of a product or service. Example:
Need for food and transportation. Also, read about 'Maslow's Need
Hierarchy' Theory.
2. Wants: These refer to preferences or desires for a 'specific satisfier' to fulfil
a need. Marketers' role is to influence these wants in favour of their own
brand. Example: Starbucks Coffee and Mercedes Car. (Contd. reference)
3. Demand: In simple terms, demand is a consumer's want for a product or
service backed by their ability to buy the same. It refers to the quantity
customers are willing to buy, backed by purchasing power. Marketers
utilize this information to make strategic product development, pricing,
and distribution decisions. Example: So, even if you want to purchase a
premium coffee brand or a luxurious mode of transportation, your actual
demand may be Nescafe or local coffee shops, Volvo Cars (affordable).
4. Consumer VS Customer: In marketing, a customer is a person or
organization that buys a product or service from a business. A consumer is
a person who ultimately uses or consumes the product or service. While
the terms are often used interchangeably, the differentiation in their usage
lies in transaction and consumption. A mother buys baby food for her son.
The mother is a customer here, whereas the son is the consumer. The two
entities may be the same person in some instances. This distinct
connotation helps firms target their marketing efforts accordingly.
5. Upselling: A sales technique in which a business encourages customers to
purchase a more expensive product or upgrade their current purchase. It
is a way for companies to increase revenue by offering additional, higher-
value products or services to customers who have already expressed
interest in purchasing.
6. Cross-Selling: A sales strategy is where a business attempts to sell
additional products or services to an existing customer to increase the
value of their buying basket. This can be achieved by offering
complementary products or services or creating bundled packages. For
example, a clothing store might use cross-selling to encourage customers
 to purchase matching accessories or shoes along with their chosen
clothing.
7. Above-the-line (ATL): Marketing It may also be known as 'mass marketing'
and refers to traditional advertising forms that reach a wider audience. It
is often used to build brand awareness, create a general interest in a
product or service, or establish a company's reputation. Examples:
television, radio, newspapers, and billboards.
8. Below-the-line (BTL): Marketing It refers to activities targeted directly at a
specific audience and is often used to build brand awareness and generate
leads. Examples: Direct mail, sampling, product demonstrations, word-of-
mouth, and others.
9. Through-the-line (TTL) Marketing: It utilizes a combination of both ATL and
BTL tactics to reach consumers at different touchpoints and create a
cohesive brand experience. This approach allows for a more integrated
and efficient use of resources and the ability to track and measure the
effectiveness of different campaigns.
10.Inbound Outbound Sales: Inbound sales is a strategy where a company
attracts customers through various marketing efforts, such as content
marketing, search engine optimization, and social media. On the other
hand, outbound sales is a strategy where a company actively reaches out
to potential customers through various channels, such as cold calling,
emailing or direct mail. In short, Inbound sales is a pull strategy where the
customer is coming to you. Outbound is a push strategy where the
salesperson proactively reaches out to the customer.
11.Dark Stores: These, also known as "dark retail" or "dark fulfilment
centres," are physical retail stores that are closed to the public but are
used solely for online order fulfilment and delivery. They are typically
located in areas with high population density and are used to speed up
delivery times, reduce costs, and increase the efficiency of online order
fulfilment.
12.Marketing Myopia: It is a term coined by Theodore Levitt in 1960 in which
he argues that companies will do better in the long run if they concentrate
on meeting customers' needs rather than just selling products. It refers to
a narrow or short-sighted perspective on business wherein a company
loses sight of the needs of its customers against short-term sales or
immediate profits. For example, PVR should perceive itself as in the
"entertainment business" rather than just in "movies".
13.Top-Of-Mind Awareness (TOMA): It measures how easily a brand or product
comes to mind when consumers are asked to recall brands or products in
each category. It is a key metric in marketing and advertising, reflecting a
strong correlation with brand loyalty.
14.Integrated Marketing Communication (IMC): The American Marketing
Association defines IMC as "a planning process designed to assure that all
brand contacts received by a customer or prospect for a product, service,
or organization are relevant to that person and consistent over time."
15.Touchpoints: These refer to the various points of interaction that a
customer encounters with the company.
16.Call to action (CTA): It describes a specific action or behaviour that an
audience or consumer desires. It is typically used in advertising and
marketing materials, such as website pages, email campaigns, and social
 media posts, to encourage a viewer or reader to take a specific action,
such as making a purchase, signing up for a newsletter, or visiting a
website. Examples of CTA are "Sign up now", "Learn more", "Download
here," and so on.
17.Go-To-Market (GTM): It refers to the strategy and plan for introducing a
new product or service to the market and making it successful. It includes
the analysis of target customers, product positioning, channels through
which the product will be sold, and a relevant promotion plan.
18.Customer Relationship Management (CRM): It is a strategy and set of
processes used to manage interactions with current and potential
customers. It involves using technology to organize, automate, and
synchronize sales, marketing, customer service, and technical support.
19.Unique selling proposition (USP): It is a statement that defines the unique
benefit or advantage that a company's product or service offers to its
customers. A USP can be a specific product feature, a benefit it provides,
or a unique aspect of the company's approach to doing business.
20.Anchoring: It refers to the psychological technique of providing a reference
point for consumers to compare the value of a product or service. It is
used to influence the perceived value of an item by providing a
benchmark or comparison point. For example, a store might offer a $50
item for $25, but only for a limited time, to create a sense of urgency and
make the deal seem more valuable.
21.Behavioural economics: It is a field of study combining psychology and
economics insights to understand how and why people make decisions. It
examines how cognitive biases and emotions influence decision-making,
often leading to outcomes that deviate from the predictions of traditional
economic models.

IMPORTANT CONCEPTS OF MARKETING:

Segmentation Targeting Positioning

This involves dividing This involves deciding This involves positioning
the market into which group of the the product/service
segments. This can be market we are targeting, based on the target
based upon various i.e., for whom are we market. So, with the
criteria upon which we creating this positioning per a target
can classify groups of product/service? segment, the product
people who can buy the will attract that set of
product. E.g., Market for customers.
cars can be classified
income wise, i.e., a
group of people who can
afford a 1 lakh car, some
people can afford a 5-
lakh car and some 20
lakhs and so on.

MARKETING MIX-
 7Ps OF MARKETING:
Product — This signifies the product or the service the company is bringing to the
market, its key features, its USP’s (Unique Selling propositions).
Place — This signifies the placement of the product/service. It includes where the
product will be visible to the consumers and where they can buy it.
Price — This signifies the pricing strategy of the product. It includes at what price
point the product/service will be sold to the target segment.
Promotion — This involves the strategy with which the company will attract
customers and promote its product in various media (print, TV, social).
People — The ‘people’ element of the 7Ps involves anyone directly, or indirectly,
involved in the business-side of the enterprise. People who are involved in selling
a product or service, designing it, managing teams, representing customers etc.
Process — This includes the delivery of your service in front of the customer. It
basically talks about the ‘ease of doing business’ and repeatedly delivering the
same standard of service.
Physical Evidence — Physical evidence often takes two forms: evidence that a
service or purchase took place and proof or confirmation of the existence of your
brand. Physical evidence brings a brand to the forefront of the game, and set it
apart from your competitors by showing you as professional, authentic and
informed.

Introduction Growth Maturity Decline

Sales Low Rapidly Rising Peak Declining Sales

Market Growth High High Low Low

Profits Negative Rising High Declining

Customers Innovators Early Adopters Middle Majority Laggards

Competitors Few Increasing Stable Declining

Strategy Gain Market Increased Economies of Harvest or

Share Promotio Scale Divest
ns
Management Entrepreneurial Professional Administrative Asset Stripper
5 C's analysis provides an in-depth look at the key drivers affecting
your organization. It also assists you in making informed decisions
about reaching your target audience or outperforming your
competitors.
 Company: Focus on many of the internal factors
related to the marketing and sales of your
products, long-term objectives, and strategies to
gain a competitive edge.
 Customers: People who buy your products or
interact with your services and form your target
audience.
 Competitors: The climate, or context, section
concentrates on external factors that aren't
controlled by your business.
 Collaborators: Every individual or organization that works to
create, produce, promote or sell your products or services
 Climate: The climate, or context, section concentrates on
external factors that aren't controlled by your business.
Customer Life Cycle - CLC
A customer journey represents the overall path an
individual takes from awareness to consideration and
conversion. It describes the progression of steps a
customer goes through when researching,
considering, purchasing, using, and remaining loyal
to a product or service.

Customer Life Cycle - CLC

A customer journey represents the overall path an
individual takes from awareness to consideration and
conversion. It describes the progression of steps a
customer goes through when researching,
considering, purchasing, using, and remaining loyal
to a product or service.
BCG MATRIX-
The growth share matrix was built on the logic that market leadership results in
sustainable superior returns. Ultimately, the market leader obtains a self-
reinforcing cost advantage that competitors find difficult to replicate. These high
growth rates then signal which markets have the most growth potential.
The matrix reveals two factors that companies should consider when deciding
where to invest— company competitiveness, and market attractiveness—with
relative market share and growth rate as the underlying drivers of these factors.
Each of the four quadrants represents a specific combination of relative market
share, and growth:
 Low Growth, High Share. Companies should milk these “cash cows” for
 cash to reinvest.
 High Growth, High Share. Companies should significantly invest in these
“stars” as they have high future potential.
 High Growth, Low Share. Companies should invest in or discard these
“question marks,” depending on their chances of becoming stars.
 Low Share, Low Growth. Companies should liquidate, divest, or reposition
these “pets.”

PUSH VS PULL MARKET:

Content Marketing Distribution: Pull vs Push

ANSOFF MATRIX
Ansoff Matrix is a model useful for companies looking for expansion. The Ansoff
Matrix provides a route for the expansion using product and market as
 parameters.

If the company chooses to move ahead with the same product portfolio within the
same market, it is seen to take the route of Market Penetration. In such a
situation, the role of extensive promotional strategies and product
rebranding becomes critical.
The route of Product development is taken when the company wants to launch
new product categories into the existing market.
Similarly, when the company chooses to expand into newer markets with the
same product portfolio, it is taking the route of Market Development.
When the company chooses to introduce new products in new markets, it is called
Diversification and this, of all options is the riskiest and the costliest one.

Porter's Five Forces is a model that identifies and analyses five competitive forces
that shape every industry and helps determine an industry's weaknesses
and strengths.
Five Forces analysis is frequently used to identify an industry's structure to
determine corporate strategy. Porter's model can be applied to any
segment of the economy to understand the level of competition within the
industry and enhance a company's long-term profitability.
The Five Forces model is named after Harvard Business School professor, Michael
E. Porter.
Porter's 5 forces are:
1. Competition in the industry
2. Potential of new entrants into the industry
 3. Power of suppliers
4. Power of customers
5. Threat of substitute products

1. Competition in the Industry: The first of the Five Forces refers to the number of
competitors and their ability to undercut a company. The larger the number of
competitors, along with the number of equivalent products and services they
offer, the lesser the power of a company.
2. Potential of New Entrants Into an Industry: A company's power is also affected
by the force of new entrants into its market. The less time and money it costs
for a competitor to enter a company's market and be an effective competitor,
the more an established company's position could be significantly weakened.
3. Power of Suppliers: The next factor in the Porter model addresses how easily
suppliers can drive up the cost of inputs. It is affected by the number of
suppliers of key inputs of a good or service, how unique these inputs are, and
how much it would cost a company to switch to another supplier. The fewer
suppliers to an industry, the more a company would depend on a supplier.
4. Power of Customers: The ability that customers have to drive prices lower or
their level of power is one of the Five Forces. It is affected by how many buyers
or customers a company has, how significant each customer is, and how much
it would cost a company to find new customers or markets for its output.
5. Threat of Substitutes: The last of the Five Forces focuses on substitutes.
Substitute goods or services that can be used in place of a company's products
or services pose a threat. Companies that produce goods or services for which
there are no close substitutes will have more power to increase prices and lock
in favourable terms. When close substitutes are available, customers will have
the option to forgo buying a company's product, and a company's power can
be weakened.
Sales Funnel
A sales funnel works to turn visitors into leads and
leads into customers. Basically, it is derived from
critical consideration of various important touchpoints
of CLC. It illustrates the idea that every sale begins
with many potential customers and ends with a much
smaller number of people who make a purchase.
Hence, every business must carefully design a strategy
for each funnel stage to retain as many people as
possible.
• AIDA Model-

AIDA Model-

DIGITAL MARKETING-
The term digital marketing refers to the use of digital channels to market
products and services in order to reach consumers.
This type of marketing involves the use of websites, mobile devices, social
media, search engines, and other similar channels. Digital marketing became
popular with the advent of the internet in the 1990s. Digital marketing involves
some of the same principles as traditional marketing and is often considered a
new way for companies to approach consumers and understand their behaviour.
Companies often combine traditional and digital marketing techniques in their
strategies. But it comes with its own set of challenges, including implicit bias.
This form of marketing is different from internet marketing, which is exclusively
done on websites.
The following are eight of the most common avenues that companies can take to
boost their marketing efforts. Keep in mind that some companies may use
multiple channels in their efforts.
Website Marketing: A website is the centrepiece of all digital marketing activities.
A website should represent a brand, product, and service in a clear and
memorable way.
Pay-Per-Click Advertising: Pay-per-click advertising enables marketers to reach
Internet users on a number of digital platforms through paid ads. The most
popular platforms are Google Ads and Facebook Ads.
Content Marketing: The goal of content marketing is to reach potential customers
through the use of content. The tools of content marketing include blogs, eBooks,
online courses, infographics, podcasts, and webinars.
Email Marketing: Email marketing is still one of the most effective digital
marketing channels. Many people confuse email marketing with spam email
messages, but that’s not what email marketing is all about. This type of
marketing allows companies to get in touch with potential customers and anyone
interested in their brands.
Social Media Marketing: The primary goal of a social media marketing campaign
is brand awareness and establishing social trust. As you go deeper into social
media marketing, you can use it to get leads or even as a direct marketing or
sales channel. Promoted posts and tweets are two examples of social media
marketing.
Affiliate Marketing: With affiliate marketing, influencers promote other people’s
products and get a commission every time a sale is made or a lead is introduced.
Many well-known companies like Amazon have affiliate programs that pay out
millions of dollars per month to websites that sell their products.
Video Marketing: There are several video marketing platforms, including
Facebook Videos, Instagram, and even TikTok to use to run a video marketing
campaign. Companies find the most success with video by integrating it with
SEO, content marketing, and broader social media marketing campaigns.
SMS Messaging: Companies and non-profit organizations also use SMS or text
messages to send information about their latest promotions or give opportunities
to willing customers.
SEO (Search Engine Optimization): It is the process of making changes to your
website to make it more visible when customers use search engines like Google,
Bing, and others to look for products or services related to your business.
SEM (Search Engine Marketing): It is a digital marketing strategy used to increase
the visibility of a website in search engine results pages (SERPs). It is also
referred to as paid search or pay-per-click (PPC).
SMM (Social Media Marketing): It is the use of social media platforms on which
users build social networks and share information. It aims to build a company's
brand, increase sales, and drive website traffic.
Bounce Rate: Bounce Rate is the percentage of visitors that leave a webpage
without taking action, such as clicking on a link, filling out a form, or making a
purchase.
Cost per acquisition (CPA): Also known as (CPC) Cost Per Conversion, it is a
growth marketing metric that calculates the aggregate cost of a user's
conversion producing action. CPA = Total Advertising Cost/Total Number of
Conversions
Click-Through Rate (CTR): It is used to gauge how well your keywords and ads,
and free listings, are performing. CTR is the number of clicks your ad receives
divided by the number of times your ad is shown clicks/impressions = CTR.
Lifetime value (LTV): Customer lifetime value is the total worth of a customer to a
business over the whole relationship period.
Net Promoter Score (NPS): NPS stands for Net Promoter Score. It's a customer
satisfaction benchmark that measures how likely your customers are to
recommend your business.
A/B Testing: A/B testing is a marketing strategy that pits two different versions of
a website, landing page, advert, email, and popup, against each other to see
which is most effective. Example: testing two different Google ads to see which
drives more responses.
Conversion Rate: Conversion rates are mainly used in digital marketing to
evaluate performance of website traffic, marketing campaigns and conversions.
To calculate a conversion rate, the number of conversions is divided by the total
number of visitors on the website/ad.

SUSTAINABLE MARKETING It is an approach to marketing that considers the

environmental and social impact of a company's products or services. It
considers the needs of both the present and future generations. Some other
strategies that contribute to similar ideologies are:
CAUSE MARKETING It is a marketing method wherein businesses align
themselves with social issues or beliefs that are important to them and design a
campaign accordingly. Brands use this strategy to bring awareness to a cause
and show social responsibility. For example, Myntra's 2019 Fashion Upgrade
campaign in collaboration with Goonj.
DEMARKETING It is a process in which a company develops strategies to reduce
the demand for a product. While traditional marketing often encourages
customers to purchase more products, demarketing aims to limit a product's
reach due to a shortage in supply, minimize harm to people, or maintain
exclusivity. Examples: Patagonia's "Don't buy this jacket" campaign and Amazon
Prime's Diwali commercial that encouraged people against binge-watching their
favourite shows and instead spending time with their family and loved ones.
SOCIAL MARKETING It is an approach used to develop activities and campaigns
aimed at changing or maintaining people's behaviour for the benefit of
individuals and society as a whole, i.e., the "common good". For example, health
hazard labels on cigarette packets(anti-smoking), recycling of cans/bottles (Coca-
Cola), accessible services for the disabled (McDonald's), or advocacy against
gender discrimination (Hero)

Brief case study featuring marketing campaigns-

1. Burger King’s "Whopper Detour" (2018)
Burger King launched a geofencing campaign offering a Whopper for just $0.01,
but customers had to order it through their app near a McDonald’s location. This
clever tactic boosted app downloads by 1.5 million and reinforced Burger King’s
cheeky, competitive branding while showcasing the power of location-based
marketing.
2. Old Spice’s "The Man Your Man Could Smell Like" (2010)
Old Spice transformed its image with this humorous campaign targeting women
buying products for their partners. The witty ads, featuring Isaiah Mustafa, went
viral, generating over 105 million YouTube views in days and boosting sales by
125%, making Old Spice a household name among younger audiences.

3. ALS Association’s "Ice Bucket Challenge" (2014)

The ALS Ice Bucket Challenge invited participants to dump ice water on
themselves or donate to ALS research. It went viral globally, involving celebrities
and raising $115 million for the ALS Association. The campaign’s organic spread
highlighted the power of user-generated content for a cause.

4. Coca-Cola’s "Happiness Machine" (2010)

In this guerrilla campaign, Coca-Cola placed vending machines dispensing
surprises like flowers and pizzas on college campuses. Capturing genuine
reactions, the campaign’s viral videos showcased Coca-Cola as a brand
spreading joy, garnering millions of views and reinforcing its emotional
connection with consumers.

5. IKEA’s "Bookbook" Ad (2014)

To promote its print catalog, IKEA humorously parodied tech product launches in
its “Bookbook” ad. Showcasing the catalog as a high-tech innovation (despite
being a book), the campaign amassed over 18 million YouTube views, cleverly
blending humor with brand positioning.

6. Red Bull’s "Stratos" Project (2012)

Red Bull sponsored Felix Baumgartner’s record-breaking space jump from
128,000 feet. The event, watched live by 8 million viewers, perfectly aligned with
Red Bull’s extreme sports branding. It became one of the most talked-about
campaigns, elevating the brand's global appeal.

7. Tiffany & Co.’s "Will You?" Campaign (2015)

This campaign, featuring a same-sex couple in its engagement ads, was a bold
move for Tiffany & Co. It celebrated modern love and inclusivity, resonating with
younger, progressive audiences, and earned widespread acclaim for its
progressive stance.

8. Google’s "Year in Search" (Ongoing)

Google’s annual “Year in Search” videos highlight global searches, reflecting
significant cultural moments. Emotional and data-driven, these campaigns
connect deeply with audiences, showcasing Google as more than a search
engine but a recorder of humanity’s shared experiences.

9. Zomato’s Billboards (2019)

Zomato used quirky, relatable one-liners on billboards across India, like “Order
something that feels like a hug.” The humor resonated with millennial audiences,
making the campaign viral and reinforcing Zomato’s brand identity as
approachable and fun.

10. Airbnb’s "We Accept" Campaign (2017)

Amid rising political tensions, Airbnb’s “We Accept” campaign highlighted
inclusivity and diversity. Featuring a message about belonging and welcoming
people of all backgrounds, it strengthened Airbnb’s position as a socially
conscious brand and built stronger emotional ties with users.

STP (Segmentation, Targeting, Positioning):

1. Segmentation:
o Demographic: Age groups (kids, adults, seniors), income levels,
health-conscious individuals.
o Psychographic: Health and wellness enthusiasts, taste-driven
customers, convenience seekers.
o Behavioral: Frequency of consumption (daily or occasional), brand
loyalty, purchase patterns.
o Geographic: Urban and rural areas worldwide, with a focus on
emerging markets.
2. Targeting:
o Urban families, health-conscious consumers, and children in both
developed and developing markets.
3. Positioning:
“Good food, Good life” – Delivering nutritious, tasty, and high-quality food
products for every stage of life.

Marketing Mix (7Ps):

1. Product:
o Wide range: Infant nutrition (Cerelac), dairy products (Milkmaid),
beverages (Nescafé), confectionery (KitKat), culinary products
(Maggi).
2. Price:
o Competitive pricing strategy for mass appeal.
 o Premium pricing for specialized products (e.g., Nespresso).
3. Place:
o Extensive distribution network including urban supermarkets, rural
stores, and online platforms.
4. Promotion:
o TV ads (Maggi: "2-Minute Noodles"), social media campaigns,
influencer collaborations, and health awareness initiatives.
5. People:
o Skilled R&D teams, global marketing experts, and customer service
teams ensuring customer satisfaction.
6. Process:
o Efficient supply chain management, sustainability practices, and
quick product delivery.
7. Physical Evidence:
o Distinctive packaging, in-store branding, and product certifications
(e.g., Nestlé's commitment to sustainability).

Product Life Cycle:

 Introduction: Plant-based products like Nestlé Harvest Gourmet.
 Growth: Maggi's increasing penetration in rural markets.
 Maturity: Flagship products like Nescafé and KitKat with consistent
demand.
 Decline: Older SKUs phased out in favor of healthier alternatives.

5Cs (Company, Customers, Collaborators, Competitors, Context):

1. Company:
o Focused on innovation, sustainability, and customer-centric
approaches.
2. Customers:
o Families, working professionals, and health-conscious consumers
globally.
3. Collaborators:
o Retailers, e-commerce platforms, farmers, and logistic partners.
4. Competitors:
o Unilever, ITC, Mondelez International, PepsiCo.
5. Context:
o Rising demand for health-conscious products, regulatory
compliance, and economic fluctuations.
Customer Life Cycle:
1. Awareness:
Advertising campaigns and promotional activities.
2. Consideration:
Product trials, recipe ideas (e.g., Maggi recipes).
3. Purchase:
Available at competitive prices in stores and online.
4. Retention:
Loyalty programs, new product launches, and sustained engagement
through social media.
5. Advocacy:
Encouraging reviews and word-of-mouth promotion.

BCG Matrix:
1. Stars:
o Maggi, Nescafé (High growth, high market share).
2. Cash Cows:
o KitKat, Nestlé Milk (High market share, low growth).
3. Question Marks:
o Plant-based products (Low market share, high growth).
4. Dogs:
o Aging product lines phased out.

Pull vs. Push Strategy:

 Pull:
o Advertising campaigns, influencer marketing, customer loyalty
programs to create demand.
 Push:
o Retail promotions, bulk deals to retailers, incentives for distributors
to stock Nestlé products.

Ansoff Matrix:
1. Market Penetration:
o Promoting Maggi through affordable pack sizes for rural markets.
2. Market Development:
o Expanding Nescafé to new geographies.
3. Product Development:
o Introducing sugar-free KitKat and plant-based products.
4. Diversification:
 o Entry into health-tech or fitness products.

Porter's Five Forces:

1. Threat of New Entrants:
o Moderate: High entry costs, but niche brands pose threats.
2. Bargaining Power of Suppliers:
o Low: Nestlé has strong supplier relationships.
3. Bargaining Power of Customers:
o Moderate: Numerous alternatives available.
4. Threat of Substitutes:
o High: Local competitors and private-label products.
5. Industry Rivalry:
o Intense: Competing with ITC, Unilever, and PepsiCo.

Sales Funnel:
1. Awareness:
o Advertising campaigns across TV, digital, and print.
2. Interest:
o Product sampling, content marketing (e.g., recipes, health tips).
3. Desire:
o Highlighting unique selling points like taste and health benefits.
4. Action:
o Discounts, offers, and seamless purchase options.

AIDA Model:
1. Attention:
o Vibrant advertisements and innovative product packaging.
2. Interest:
o Highlighting health benefits and product versatility.
3. Desire:
o Testimonials, celebrity endorsements, and real-time reviews.
4. Action:
o Discounts, online purchasing, and subscription options.

This framework effectively captures Nestlé’s strategy and operational approach

in marketing.
COMMONLY ASKED QUESTIONS (CAQs)-
 What do you think are the essential skills for a career in marketing?
 What do you mean by a target market?
 How has COVID affected the marketing industry?
 Tell us about a company who you feel is not doing marketing up to their
desired level?
 What can you, as a future manager suggest to them?
 How different is digital marketing in comparison to traditional marketing?
 Take a discontinued product like Cadbury Bytes, and describe how you will
market it today?
 What do you mean by inbound marketing?
 What is the use of numbers and analytics in a field like marketing?
 You have 2 products: toothpaste (short sales cycle) and furniture (long
sales cycle). How will you sell them and what differences exist in each of
these cases?
 What is the future of marketing, given rapid developments in the tech
space?
 As a marketing graduate, you may initially work as an ASM. Do you think
you possess what the role entails?
 Why are you interested in a career in marketing?
 Describe how your competencies are suitable for Marketing.
 What is the difference between customer and consumer?
 What is the difference between need, demand, and want?
 What is the difference between B2B, B2C and D2C Marketing?
 What are some Sales Promotion techniques?
 How do you stay up to date with general marketing knowledge and trends?
 Which is your favourite advertisement or brand campaign, and why?
 How do you measure a successful campaign?
 Can you name a company that failed in its marketing strategy?
 Can you name a product that failed and if you were to
launch it now, how would you do it?
 Tell us about a recent marketing controversy.
 Are you aware of the rules set up by the Government for influencer
marketing?
 How do you envision Metaverse evolving brand marketing strategies in the
future?
 Which brands have recently created a presence in the Metaverse in any
manner?
 If you were to setup your brand in Metaverse, how would you do it?
 Name five essential elements of a marketing campaign
 What is the difference between Online Marketing and Digital Marketing?
 How do you think Social Media Marketing is shaping business?
 What is branding and brand management according to you?
 What are your thoughts about CRM?
 Design a 'GTM - Go to Market' strategy for a new startup
in the sustainable fashion industry.
 Name a few outstanding marketers in the business.
 Can you name 5 Indian CMOs?
 What is your take on the role of 'Ethics' in Marketing?
 Are you aware of the ASCI Code?
 Do you think Generative AI can replace the role of marketers?
 Which brands do you dislike and why?
 What is Customer Value Proposition (CVP)?
 Prepare questions related to your work experience in the marketing
domain.